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Double Opt-In

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Double Opt-In: Definition

(Recommended)

Double Opt-In is a process where users give permission ("Opt-In") to be mailed by performing two steps: an initial subscription step, and a confirmation step.

The most common double opt-in process is one where users subscribe to a mailing list by entering their email address into a form on a web page. An email is then automatically sent to that email address, and the user must confirm their subscription request by taking some specified action (usually clicking a link, or replying to the email) - and users who do not confirm are considered not to have subscribed.

(The main alternative to double opt-in is "single opt-in").

The main advantage of double opt-in is that because of the two-step process, the list owner can be sure that the email addresses on the list really are their as a result of user's request (there is for example no possibility of people maliciously or accidentally subscribing people that they don't like - as can occur with single opt-in).
The main disadvantage of double opt-in is that some users, even if they really do want to subscribe, will forget to complete the confirmation step - and thus a certain number of potential subscribers will be lost.

Although you may lose a few subscribers by using a double opt-in process (as compared to a single opt-in process), in our opinion, we would nevertheless recommend double opt-in as the best choice. This is because double opt-in is the only way for you (and for others) to be sure that every single subscriber on your list really is there as a result of their own choice.

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